PlayStation rolls out “It Happens on PS5” campaign at Paris Aéroport

With “It Happens on PS5” campaign, PlayStation celebrates the standout gaming moments and extraordinary experiences made possible on PS5. Speaking out in the airport environment is fully in line with this ambition: the airport environment makes it possible to reach captive, international and connected audiences, at a moment of availability that is conducive to escapism and discovery.

The timing of the campaign was strategic. It was rolled out at a key moment, coinciding with the end of the summer holidays and the back-to-school period, a time marked by heavy passenger flows and a high concentration of high-potential audiences. This presence addressed a twofold objective: anchoring the campaign over time by making the airport a powerful, recurring and memorable touchpoint, and preparing for the brand’s major milestones, in particular the release of Marvel’s Wolverine, scheduled for 15 September 2026, which enjoyed enhanced visibility throughout the entire set-up.

Beyond visibility, PlayStation leveraged the emotional power of the passenger journey. The airport is a place of emotions, where travellers are particularly receptive to immersive, aspirational content. By showcasing its worlds – Marvel’s Wolverine, God of War, Ghost of Yōtei, 007 First Light, Marvel’s Spider-Man 2 – the brand extended the promise of the PS5: to deliver intense, spectacular and memorable experiences.

A large-scale media activation at the heart of the passenger journey

To bring this strategy to life, PlayStation relied on a set of premium formats, deployed at Paris-Orly and Paris-Charles de Gaulle, to cover the key moments of the passenger journey:

• The Welcome Digital Fresco at Orly 1B:As soon as they arrived in the terminal, travellers were greeted by the Welcome Digital Fresco, creating a powerful first touchpoint with the “It Happens on PS5” campaign and its flagship titles. Thanks to its visual impact and strategic positioning, this large immersive format immediately established the PlayStation universe in passengers’ minds and set the tone for a distinctive brand experience.
• The branding of the Gaming Zones in Orly 3: within the Orly 3 Gaming Zones, PlayStation went even further by transforming a transit area into a true immersion space. The branded treatments along the walkways immersed travellers in the brand’s different worlds, extending the campaign beyond the screens and reinforcing the experiential dimension of the activation. Passengers moved through the heart of the PlayStation universes, in a staging that showcased the visual and emotional identity of each title.
• The Welcome Proxi DOOH network at Paris-Orly and Paris‑CDG: to ensure continuous presence throughout the journey, PlayStation activated the Welcome Proxi DOOH network at Paris-Orly and Paris‑Charles de Gaulle. This digital grid made it possible to multiply touchpoints and keep the campaign top of mind with travellers, from arrival to boarding, thereby strengthening recall and the overall impact of the activation.

By combining these different formats, the brand rolled out a coherent, powerful and immersive activation. This campaign demonstrated Extime JCDecaux Airport’s ability to support leading entertainment brands in creating high value-added brand experiences, serving visibility, engagement and passenger emotion.